Tips for Writing an Effective Non-Profit Message

Every nonprofit has multiple messages it wishes to
communicate. From your mission and organizational history to the story of the
community you serve. You should retell your story every day—with donors,
volunteers, staff, foundations, community partners, journalists. Conjure
stories that will keep people returning over and over again. And they have
certain traits in common. Here are tips for writing a winning nonprofit
message:

Keep it conversational.

Even when writing a story in a unique style, you should have
a specific person in mind. You must first know who you are telling your story
to.

Give everything purpose.

Omit everything that makes your story redundant. A story
full of essentials will build tension and keep your audience restless for the
next action.

Make it relatable.

Narrate a story that your audience can relate to on a
personal level. Build your story around themes that are generic yet personal.

Make it specific.

Include details and descriptions that transform your words
to images frozen in their minds.

Make it authentic.

Don’t just make your story pretty, make it human. The truth
is a force of gravity.

Make it memorable and sharable.

Weave a story that is unique, catchy, personal, tangible,
desirable, and tangled with your purpose. Capture the essence of your story in
a ratio of words that can be recalled and circulated by word of mouth and on
social media with ease.

Aim for the heart.

Capture your audience’s emotions and imagination. Computers
respond to numbers better than humans. Use statistics to support your
narrative, not lead it.

Connect to your mission.

Whether it’s how your nonprofit began, or a story about the
community you serve and are trying to help; your mission is your missile. It is
your driving purpose, the source of your inspiration, and the arrow behind your
bow of action.

Practice, practice, practice.

The stories we applaud are stories that were told over and
over again in silence to a shadow. Tell your story out loud to get to gauge how
audiences might react to it. This will help you discover where to pause for
greatest impact, or hold for laughter. Let your story pass through professional
standards then improve on the feedback. The more you practice the less each
session feels like practice. So that when talking to a crowd of activists, your
staff, a potential corporate sponsor, or a major donor; your story will feel
spontaneous and relevant to the situation.

BONUS TIP: Know your audience.

From donor solicitations to grant applications to town hall
conversations, the golden rule in telling a successful story is to know your
audience. The more you know about your audience, the more effective you can be
with your communications. Use your donor management system to gather
information about your donors and members. Use that information to tailor your
communications to a specific audience. Contact previous program participants
for testimonials and personal stories that you can use to enhance your
communications. By segmenting your contacts and sending them personally
relevant information, you can confidently tell the best story for every
occasion.